NRSC Case Study

The Don Jr. Survey

How a single SMS creative generated $880K in 122 days

There's something we haven't told you yet, [firstname|Friend]. This is Donald Trump Jr.

Completing our survey is crucial >> [link]

We need 1500 more responses to finalize our data in [zipcode|your area].

Confirm your Republican Voting Status >> [link]
$880,762
Total Revenue
34.5M
Total Sends
16,067
Total Donors
$0.0255
Yield / Send
349
Deployments
122
Days Active

The Story in Four Phases

$40.7K
Phase 1: Soft Launch
Jun 25–28 · 4 days
$792.2K
Phase 2: The Explosion
Jul 18–25 · 8 days
$1.6K
Phase 3: Cool Down
Jul 29–Aug 12 · 15 days
$46.3K
Phase 4: Revival
Sep 10–Oct 25 · 46 days

Deployment Timeline

Revenue by List

Decile Performance

List Owner Breakdown

Deployment Density

Key Insights

🎯 Why It Worked

Three elements in perfect combination: Donald Trump Jr.'s voice as a trusted messenger, a survey hook that created urgency without asking for money, and [zipcode] localization that made it feel personal. The "something we haven't told you yet" opener drove massive curiosity clicks.

💥 The July Explosion

July 18–25 produced $792K of the $880K total (90%). July 19 alone: 12.7M sends, 103 deployments, $403K revenue — the single highest-grossing day. This coincided with the RNC Convention week, creating perfect timing alignment.

📊 The Cascade Strategy

Started with high-decile DB lists (Decile 10), proved ROI, then cascaded to lower deciles and external lists. L2 Right Leaning carried $541K (61%) of all revenue across 22.5M sends. The creative worked at every tier — even Decile 1 was profitable at scale.

🏢 Vendor Diversity

Deployed across 12 different list owners including DonorBureau (core), Beyond Direct, DonorDemocracy, CMDI, ListWise, Jack Daly, and more. Beyond Direct alone contributed $13.7K with no tracked send volume — pure attribution revenue.